Factor affecting the choice of cheese in Bhutan: A choice architecture perspective

Abstract

This study was undertaken to understand and to assess consumer choice architecture of cheese with respect to working women in Thimphu. It was also aimed to understand the buying pattern of the cheese by people living at that area and to provide better choice without forcing certain outcomes upon anyone. In Bhutan cheese is main ingredient and one of the necessities to every dish. It is important to maintain the quality and other attributes to standardize the consumer and their choice but there is a problem in making better choice due to having types of cheese in the market. Therefore, assessment of choice architecture on cheese product will bring the right choice option for the consumer to make right purchase decision. It would also bring changes in attributes and design of the cheese which can help to nudge consumer to make better choice for their consumption. The study was conducted taking working women in Thumphu as a sampling frame. The Researcher has found that the women in Thimphu choose more of imported cheese as there is availability of discount in cheese and gets an additional benefit likes free sample but when it comes to free taste of cheese, local cheese is preferred more compare to imported as it provides local taste.